How to future-proof your identity approach

Editor’s note: This article was originally published on June 14, 2024, and was updated on August 26, 2026, to reflect changes in the industry, including developments related to third-party cookie deprecation.

In Europe, evolving privacy regulations and consumers’ rising demand for control are changing how identity works across the ad ecosystem.

Marketers need to adapt, as those who don’t risk falling behind competitors who are already building durable, privacy-conscious identity strategies.

Here are five steps for staying ahead in Europe with an identity strategy that works across browsers, platforms, and regulatory environments.

1. Use cross-device identity solutions

Identity isn’t browser-bound. To reach today’s audiences at scale, you need coverage across connected TV (CTV), digital audio, mobile, and more.

With cross-device identity solutions, you can:

Reach relevant users wherever they are
Deliver consistent messages across channels
Boost performance in omnichannel campaigns

2. Activate our identity graph

Because The Trade Desk’s identity graph is built for scale and flexibility, it will help you:

Understand how consumers behave across devices
Link authenticated and unauthenticated signals
Use privacy-conscious data to drive better outcomes

What you’ll get:

Cross-device insights: Personalize at every touchpoint
Browser-based utility: Leverage available signals without relying on any one method
Flexible support: Identity Alliance and Adbrain™ offer cross-market stability
Performance impact: Enable retargeting, frequency control, and measurement
Better user experience: Consistent messaging boosts engagement and brand recall

3. Invest in diverse channels

It’s critical to reach your audience wherever they are, as consumer attention is fragmented across CTV, audio, and mobile.

To scale your strategy without sacrificing trust, leverage first- and (where appropriate) third-party data, device IDs, and other privacy-forward identity signals.

4. Adopt durable identifiers

Instead of relying on a single signal, adopt stable, consent-based identifiers like European Unified ID (EUID) to keep targeting and measurement effective — especially in restricted environments.

A growing share of impressions from the EMEA region on our platform are now powered by privacy-forward identifiers. You can strengthen campaign resilience and performance by diversifying your identity strategy across multiple signals and environments.